July 16th 2008
Email Marketing Program, Developing a Customer Contact Plan, give a Call
A contact plan describes in specific detail how you will contact prospects and customers over a period of time to meet your specific goals. Each contact plan should contain the following sections:
A Written Contact Strategy
Your contact strategy spells out your goals and describes how ongoing customer communication will be used to meet those goals. When thinking about your contact strategy, be sure to consider the online service imperative. What are you going to offer your existing and prospective customers in exchange for giving you permission to contact them? When Wegmans Food Markets developed its contact strategy, it focused on extending the service and customer-oriented approach that you’ll find in its retail stores to email communication. It has developed a contact strategy that is focused more on delivering relevant content and information than on selling. Its goal is to ensure that it provides its customers with notification of special produce, recipes, health tips, and more in order to simplify their grocery shopping and food preparation tasks. Continue Reading »
